Navitas Professional Year | Customer Service and Research Skills
"NIVEA MEN Sensitive Face Wash provides an instant relief from 5 signs of skin irritation: burning, dryness, tightness, itchiness and impurities.
The mild soap-free formula with Chamomile and Vitamin E instantly refreshes and thoroughly cleanses skin, removing all dirt and excess oil.
It is fast absorbing, non-greasy and non-sticky.
Your skin feels comfortable and refreshed, looking clean, healthy and cared for.
The alcohol free formula is dermatologically approved on men with sensitive skin."
- NIVEA
Create awareness
When I first noticed NIVEA MEN Sensitive Face Wash in a local woolies, its appearance was designed with the words "NEW FORMULA" highlighted at the top left corner. Those noticeable capitals created a feeling like "Wow, look, NIVEA has launched a new face wash".
And now, replaced with "0% ALCOHOL" bandage at the same spot, the Face Wash will definitely continue to draw some attention, especially from men with sensitive skin.
Also, Woolies once helped include the Face Wash in a marketing email and used a catchy shelf stopper to ensure most people can get to know it when walking by the toiletries aisle.
Encourage customers
Apart from some tempting additional membership points from retailers, for example, Flybuys and Everyday Rewards, NIVEA MEN has been sharing pictures of the Face Wash on its social platforms; for example, two recent posts are shown below.
Convey product detail
There is detailed product information on the NIVEA's website, including benefits you can get from the Face Wash, list of ingredients and customer reviews. Also, NIVEA highlighted some unique product features in the caption of photos on social platforms.
Retain loyal customers
A NIVEA membership program is designed to retain loyal customers. People can get discount offers if shopping frequently from NIVEA.
Entice customers
NIVEA, partnering with retailers, provide offers for customers to encourage them to buy more NIVEA products. But actually, the extra cost from the offers are relatively tiny, compared with the profit NIVEA can still make on the product.
Identify customers
Data analysis is conducted on the cookies collected from the Internet where people are searching for the relevant skin issues to which the Face Wash can probably provide a solution. Targeted customers are shown with ads on Google, Facebook and Instagram, along with some special discount offers.
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